MADISON - Whether it's a mad rush or a trickle, the public will get their first chance to shop for insurance through the new online federal marketplace Tuesday. Wisconsin state health and insurance officials deferred to the federal government to establish the exchange. They say they are just as curious as the public about what it will look like and how it will work, and they've done all they can to be prepared for the opening.

The online exchange, or marketplace, is supposed to offer a consumer-friendly way to buy health insurance while forcing insurers to compete for business. Consumers can apply online at healthcare.gov, through a call center, in person, or through the mail.Nearly 700,000 Wisconsin residents are expected to be eligible to buy insurance on the exchange.

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